In recent years, most of the business and IT sectors utilize cloud computing to store and retrieve the data. Data doesn't concerns only on text, it may also contain multimedia contents like audio, video and images. The multimedia data stored in cloud should not be accessed by the unauthorized users. Cryptography is an ancient art of transformation of plain text to cipher text and vice versa. Data hiding is a technique to embed the information on the another multimedia content for the security purposes. The copyright protection is a technique used to conceal the data for ownership purpose. Our proposed work mainly deals with securing the image and textual data where cryptography, data hiding, copyright protection are applied on a multimedia contents. An novel approach and framework has been proposed for secure data transfer in cloud. The implementation and results of the proposed work shows that the framework for multimedia content storage and retrieval enhances the security in cloud.